LEADING CHANGE
WITH THE CUSTOMER FIRST

Together with Medallia, Inc., our research of 450 senior customer experience and marketing executives across the United States, Canada, the United Kingdom, Germany and Australia shows that today's CX leaders do more than listen to their customers.

Leaders learn from feedback and act, aligning the company around a mission to drive customer-centric change.

BACK TO BASICS: IMPROVING CX

CX leaders use the following three competencies—and combine them better—as their engine for growth and innovation.

LISTENING POSTS

Capture sentiment

LEARNING SYSTEMS

Use digital intelligence

CUSTOMER-CENTRIC
ALIGNMENT

Act and adopt rapidly

HOW TO FUEL YOUR GROWTH
AND INNOVATION

USE CX AS THE LENS FOR INNOVATION AND PRIORITIZATION

Companies with effective prioritization systems are 20 percentage points more likely to improve CX and 25
percentage points more likely to increase revenue.

WIRE FEEDBACK INTO CORE BUSINESS PROCESSES

Companies that identify “integrating feedback into operating systems and processes” as the top way of
sustaining commitment to CX are 13 percentage points more likely to innovate successfully.

FOSTER A CUSTOMER-CENTRIC CULTURE

Companies that identified “a culture where customers are the #1 priority” as the top enabler of
cross-functional collaboration were 2x as likely to be in the top quartile of CX performance.

RECOMMENDATIONS

Improving CX for effective innovation can fundamentally change how your business operates, but doing so can ground you for sustainable improvement, growth and future competitiveness. Keep these in mind as you develop your next steps:

1. ASSESS WHERE YOU ARE
Invest in the competency that needs the greatest attention

2. IMPROVE ALL THREE COMPETENCIES
Leverage the strength of capabilities across all competencies

3. ADVANCE YOUR PROGRAM WITH TECHNOLOGY
Select the right technology to enable all competencies in real-time

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